1. From Value
Co-Production To
Value
Co-Creation:
a marketing
perspective on the
(r)evolution from
IKEA to Starbucks
Business Voice Series
When : 7 Dec 2010, 6:30pm – 8:30pm
Where : 21 FDR
Assignment for MBA students: read Vargo & Lusch (2004), Evolving to a New Dominant Logic
for Marketing, Journal of Marketing , Vol. 68 (January 2004), 1–17
By Pierre-Nicolas Schwab
PhD candidate
Solvay Business School